Informational background as a proposed explanation for the negativity effect.

111 p.This study explores the relevance of the figure-ground hypothesis as a possible explanation for the negativity effect - the tendency to weigh, give more attention and consideration to negative information in judgement and choice, in information integration and impression formation research ( see Kanouse (1984) for a review). It was found that the greater persuasiveness of loss-framed messages over its gain-framed counterpart, a phenomena also referred to as the negativity bias, is not evident in Singapore. This study examines whether the phenomena can be explained by the figure-ground hypothesis. This hypothesis states that negative information is more salient and distinctive than positive information in a world perceived by people to be generally positive ( Kanouse & Hanson, 1972). Because there is generally a positivity bias in our perceptions of the world, the negative information effect is observed.BUSINES